Covers Sell

Covers Sell

Just Try It

Posted by Scott On March - 30 - 2010

Case Study:  Independent Retailer Gets It!

Christa Blaszezyk, the spunky owner of Mags & Fags Newsstand in Ottawa, made circulators an offer too good to refuse at a CMC sponsored newsstand seminar on October 7th, 2009.
Her message to Canadian circulators was very straight-forward and powerful.  Print is alive and well. Stop worrying and complaining.  Start doing something.

Not only was her perspective optimistic, refreshing and empowering, this spirited, entrepreneurial, and self-diagnosed magazine junkie challenged the room of marketers.

Her Offer:  FREE Promotion.  “Just try it. I’ll work with you to sell more magazines.” The blessed word, FREE, was simply too tempting to pass up.

Here are the results:

Canadian Geographic
Few magazines in Canada reach an 80th Anniversary, but Canadian Geographic is one of those iconic brands. Perfect time to promote the December 2009 anniversary issue.

A window poster was provided and an 8 ½ x 11 tent card to be placed at the cash, along with a stack of magazines and a free pocket calendar offered to stimulate impulse purchases. (The calendar was remnant stock).

Normally, Canadian Geographic sells 51 copies at Mags & Fags on a draw of 90 for a 56.2% sell-through efficiency.

This issue sold 90 copies on a draw of 90 for a 100% sell-through efficiency. That’s a 96% increase from their normal performance. And because the cover price was increased from $6.95 to $7.95, revenues were up 102%.

Too bad the retailer couldn’t get any re-orders, eh?

More about Mags & Fags

• Operating Since 1981
• 1800 square feet of retail space devoted to Magazines
• Works closely with Magazines Canada, Metro Toronto News, and Disticor Direct
• Over 3,000 titles on list
• Loves niche titles and introducing their customers to exciting Canadian content


About Me

Scott Bullock’s Newsstand Cover Quiz Show is legendary in the industry. Using covers as the catalyst, this interactive and entertaining format is a light-hearted but hard-hitting spin on Packaging 101. Testing the cover savvy of magazine professionals across disciplines, the Quiz Show pits publishers against editors, circulators against art directors, retailers against wholesalers -- ultimately leading to new common ground in the quest for better covers. Scott is the Owner of Circ3, Smart Circulation Solutions, a circulation consultancy.



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